Integration of an interactive advertising unit containing a fully functional virtual object and digital media content

ABSTRACT

Described are methods and apparatuses for dynamic integration and presentation of advertising content and media content. A server computing device receives a request for media content from a remote computing device. The server computing device provides, in response to the request, an interactive advertising unit which includes a first content layer with the requested media content and a media player, a second content layer with the advertising content, wherein the advertising content includes a virtual representation of an advertised product, and an integration module which displays the requested media content in the media player, displays the advertising content in the second content layer, wherein the virtual representation provides at least a portion of the functionality provided by the advertised product on which the virtual representation is based, and receives input associated with the functionality provided by the virtual representation from the remote computing device.

RELATED APPLICATIONS

This application claims priority to Ser. No. 61/258,451, filed on Nov.5, 2009, the entire disclosure of which is incorporated herein byreference.

TECHNICAL FIELD

The subject matter of this application relates generally to methods andapparatuses, including computer program products, for integration of aninteractive advertising unit containing a fully functional virtualobject and digital media content.

BACKGROUND

Content providers have long sought to include advertising as part oftheir broadcasts in order to generate revenue and recoup the costs ofcontent production, and manufacturers of consumer goods have placedtheir ads with various content providers in order to extol the virtuesof their goods to the largest possible consumer audience. For example,ever since their earliest days, radio and television stations frequentlyhave broadcast blocks of ads in between their programming segments. Morerecently, content providers on the Internet have utilized banneradvertisements, pop-up advertisements, and other forms of interactiveadvertising on websites. In order to capitalize on the recent explosionin availability of online media (e.g., streaming video feeds), contentproviders, consumer goods companies, and advertising firms have turnedtheir attention to developing dynamic and interactive experiences forusers who access the online media.

SUMMARY OF THE INVENTION

It would be desirable to have a method and system for dynamicallyintegrating advertising content with media content (e.g., digital mediacontent) to achieve the effect of linking the advertisement with thecontext of the digital media content, web page, and/or the embeddedmedia player, thereby increasing the advertisement's exposure to theconsumer. Also, it would be desirable in some examples to completelyinterrupt the desired media content in a linear fashion by displayingthe advertising content first, but also providing the user with amechanism to interact with the advertising content and view the mediacontent. It would be desirable in some examples to present theadvertising content and the digital media content in a non-linearfashion so to leave the digital media content uninterrupted andsubstantially unobstructed while at the same time displaying theadvertising content to the user, allowing the user to enjoy the desiredmedia content while simultaneously viewing the advertising content.Also, it would be desirable in some examples to allow the user tointeract with the advertising content and/or tie the media content andthe advertising content together in a unique and unanticipated way.

In general overview, the techniques described herein are related tointegration of a fully interactive rich media advertising unit and mediacontent (e.g., digital media content) presented in a media player. Thetechniques provide for simulated integration, creating an illusion to auser that the advertising content and digital media content are broughttogether in the media player. The techniques also provide for functionalintegration via interaction between the advertising unit and the mediaplayer, including manipulation of spatial, temporal, and controlcomponents, resulting in a unique presentation of the advertisingcontent and digital media content to the user. Spatial integrationrefers to the synchronization of position and coverage between theadvertising unit and the media player. Temporal integration refers tothe coordination of content display timing between the advertising unitand the media player. Control integration refers to the communicationbetween the advertising unit and the media player in transferringinfluence and priority of displayed content. The techniquesadvantageously enable dynamic and unexpected interplay between digitalmedia content contained in an embedded media player and an interactive,persistent advertising unit configured to capture the attention of auser and offer an engaging, memorable experience.

In one aspect, there is a method for dynamic integration andpresentation of advertising content and media content. A servercomputing device receives a request for media content from a remotecomputing device. The server computing device provides, in response tothe request, an interactive advertising unit. The interactiveadvertising unit includes a first content layer including the requestedmedia content and a media player, a second content layer including theadvertising content, wherein the advertising content includes a virtualrepresentation of an advertised product, and an integration module. Theintegration module displays the requested media content in the mediaplayer at the remote computing device, displays the advertising contentin the second content layer at the remote computing device, wherein thevirtual representation provides at least a portion of the functionalityprovided by the advertised product on which the virtual representationis based, and receives input associated with the functionality providedby the virtual representation from the remote computing device.

In another aspect, there is a system for dynamic integration andpresentation of advertising content and media content. The systemincludes a server computing device configured to receive a request formedia content from a remote computing device and provide, in response tothe request, an interactive advertising unit. The interactiveadvertising unit includes a first content layer including the requestedmedia content and a media player, a second content layer including theadvertising content, wherein the advertising content includes a virtualrepresentation of an advertised product, and an integration module. Theintegration module is configured to display the requested media contentin the media player, display the advertising content in the secondcontent layer, wherein the virtual representation provides at least aportion of the functionality provided by the advertised product on whichthe virtual representation is based, and receive input associated withthe functionality provided by the virtual representation.

In another aspect, there is a computer program product tangibly embodiedin a computer readable storage medium, for dynamic integration andpresentation of advertising content and media content, the computerprogram product including instructions operable to configure a dataprocessing apparatus to receive a request for media content from aremote computing device and provide, in response to the request, aninteractive advertising unit. The interactive advertising unit includesa first content layer including the requested media content and a mediaplayer, a second content layer including the advertising content,wherein the advertising content includes a virtual representation of anadvertised product, and an integration module. The integration module isconfigured to display the requested media content in the media player,display the advertising content in the second content layer, wherein thevirtual representation provides at least a portion of the functionalityprovided by the advertised product on which the virtual representationis based, and receive input associated with the functionality providedby the virtual representation.

In some embodiments, any of the aspects can include one or more of thefollowing features. In some embodiments, the advertising content caninclude video content and the integration module can display the videocontent before displaying the virtual representation of the advertisedproduct. In some embodiments, the video content is displayed in an areacorresponding to the boundaries of a playback window of the media playerin the first content layer. In some embodiments, the advertising contentincludes a trigger and the integration module displays the trigger overa portion of a playback window of the media player in the first contentlayer. In some embodiments, the trigger is associated with theadvertised product.

In some embodiments, the interaction module is further configured toreceive, from the remote computing device, input associated with thetrigger, pause, at the remote computing device, playback of therequested media content in the media player, and display, at the remotecomputing device, the virtual representation of the advertised productin the second content layer. In some embodiments, the interaction moduleis further configured to remove, at the remote computing device, thevirtual representation of the advertised product from display in thesecond content layer based on input received from the remote computingdevice, and resume, at the remote computing device, playback of therequested media content in the media player.

In some embodiments, the advertised product is a personal digitalassistant, palmtop computer, smartphone, global positioning systemdevice, or cellular phone. In some embodiments, the at least a portionof the functionality provided by the advertised product includesinitiation of a telephone call. In some embodiments, the inputassociated with the functionality provided by the virtual representationincludes a telephone number and the interaction module is configured tocommunicate with a network to dial the telephone number and connect tothe destination corresponding to the telephone number.

In some embodiments, the at least a portion of the functionalityprovided by the advertised product includes initiation of an emailmessage. In some embodiments, the at least a portion of thefunctionality provided by the advertised product includes initiation ofan instant message. In some embodiments, the at least a portion of thefunctionality provided by the advertised product includes initiation ofa message board post.

In some embodiments, the interaction module is further configured todisplay, at the remote computing device, video content associated withthe advertised product before displaying the requested media content. Insome embodiments, the integration module is further configured to managethe spatial presentation of the requested media content and theadvertising content, synchronize the temporal presentation of therequested media content and the advertising content, and control thepresentation priority of the requested media content and the advertisingcontent.

In some embodiments, managing the spatial presentation includespositioning the advertising content over the media player so as toobscure the requested media content. In some embodiments, managing thespatial presentation includes positioning the advertising content inproximity to the media player so as to display the requested mediacontent unobscured.

In some embodiments, the integration module displays an animation inrevealing the advertising content. In some embodiments, the integrationmodule is configured to transmit one or more commands from the secondcontent layer to the first content layer, the one or more commandsoperable to control playback of the requested media content in the mediaplayer.

Further features and advantages of the present invention as well as thestructure and operation of various embodiments of the present inventionare described in detail below with reference to the accompanyingdrawings.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of a system for the dynamic integration andpresentation of advertising and media content.

FIG. 2 is a diagram of an interactive advertising unit to display mediacontent and advertising content.

FIGS. 3A-3F are screenshots of an exemplary embodiment ofvideo-advertising content of the invention, wherein an interactiveadvertising unit containing a fully functional virtual object isintegrated with digital media content.

DETAILED DESCRIPTION

In general overview, the techniques described herein are directed tomethods and apparatuses, including computer program products, fordynamic integration and presentation of advertising content and mediacontent (e.g., digital media content). As described in more detail, theadvertising content is combined with the digital media content(displayed in, for example, a media player) in a seamless fashion toprovide an interactive advertising unit. The creation of the interactiveadvertising unit provides the advantages of greatly increasing a user'sexposure to the advertising content while not materially diminishing theuser's consumption of the digital media content. The nature of theinteractive advertising unit, displaying advertising content inproximity to requested digital media content, allows the use of a broadrange of marketing techniques, such as product placement, brandassociation, and click-through opportunities. Thus, the techniquesprovide an opportunity for manufacturers to increase the effectivenessof their advertising while maintaining the accessibility and appeal ofthe requested digital media content.

The display of the advertising and digital media content is not limitedto a web browser or traditional embedded media player. For example, theadvertising content and/or video content could be displayed to a uservia an interactive application downloaded and executed on a smart phone,i.e., an “app” configured to run on the iPhone® from Apple® Computer,Inc.

FIG. 1 is a block diagram of a system 100 for dynamic integration andpresentation of advertising and media content. The system 100 includes aclient computing device 102, a communications network 104, and a servercomputing device 106. In some embodiments, the server computing device106 is connected to one or more other computing devices which provideadvertising content (e.g., ad server 108) and digital media content(e.g., video server 110). The server computing device 106, ad server108, and video server 110 can reside at the same physical location ormay be dispersed to multiple physical locations. The server computingdevice 106, ad server 108, and video server 110 can be located on thesame physical device or one or more of the servers 106, 108, 110 can bedistributed over many devices. The server computing device 106, adserver 108, and video server 110 can communicate via a communicationsnetwork, for example communications network 104.

The client computing device 102 is the hardware that displays theinteractive advertising unit containing advertising content and digitalmedia content to a user. Example computing devices take on many forms,including but not limited to a personal computer, a standalone videoplayer, a home video game console, a portable video game system, apersonal digital assistant (PDA), an internet appliance, a smart phone,a set-top box, or the like. The computing device 102 includesnetwork-interface components to enable the user to connect to acommunications network 104, such as the Internet. The computing device102 also includes browser software to enable the user to interact withweb sites and other content providers. Some example browser softwareincludes Microsoft® Internet Explorer, Mozilla Firefox®, or othersimilar software applications. The client computing device 102 alsoincludes digital content playback plug-ins or standalone software toenable the user to view digital media content (e.g., video and audio)received over the communications network 104. Examples of digital mediacontent playback software includes Microsoft® Windows Media® Player,Adobe® Flash® Player, QuickTime® from Apple® Computer, Inc., or othersimilar applications.

The server computing device 106 hosts web pages and other similarcontent, and receives content requests from the client computing device102 via the communications network 104.

The communications network 104 channels communications from the clientcomputing device 102 to the server computing device 106. The network 104may be a local network, such as a LAN, or a wide area network, such asthe Internet or the World Wide Web.

The ad server 108 hosts advertising content for use by the servercomputing device 106. In some embodiments, the ad server 108 receivesrequests for advertising content directly from the client computingdevice 102 via the communications network 104. In some embodiments, thead server 108 receives requests for advertising content from the clientcomputing device 102 by way of the server computing device 106.Advertising content can take a variety of forms. Examples include astatic banner ad, a graphical animation or an interactive, rich mediaapplication that contains graphics, animation, audio, and/or videocontent, such as a Flash® application.

The media server 110 hosts digital media content for use by the servercomputing device 106. In some embodiments, the media server 110 canreceive requests for digital media content from the client computingdevice 102 via the communications network 104. In some embodiments, themedia server 110 receives requests for advertising content from theclient computing device 102 by way of the server computing device 106.The digital media content can take a variety of forms. The media contentcan be short-form video content, i.e., a four-minute music video. Themedia content can be long-form video content, i.e., a thirty-minutetelevision program. The media content can be audio content, i.e., aradio broadcast. Other examples include user-submitted amateur video,professional television shows, motion pictures, webcasts, podcasts,music videos, or other similar content.

FIG. 2 is a diagram 200 of an interactive advertising unit 202 todisplay media content and advertising content.

A user interacts with the system 100 by opening a web browser 212 on theclient computing device 102 and entering the address of the web server106. The client computing device 102 sends a content request associatedwith the address entered by the user to the server computing device 106.Once the server computing device 106 receives the request, the servercomputing device 106 retrieves the requested content and transmits thecontent for display in the web browser 212 on the computing device 102.For example, the user can enter a standard web address, such ashttp://www.mtv.com/videos/, into the browser window 212 at the clientcomputing device 102. The web server 106 can then transmit the web pagelocated at mtv.com/videos/ to the computing device 102 for display inthe browser 212.

In yet other examples, the owner of the server computing device 106 maywish to present an advertisement to the user when the user requestsdigital media content. As above, the user interacts with the system 100by entering or navigating to the address of media content associatedwith the server computing device 106. Upon receiving the request, theserver computing device 106 retrieves the requested media content (e.g.,from media server 110). Before transmitting the requested media contentto the computing device 102, the server computing device retrievesadvertising content (e.g., from the ad server 108). In some embodiments,the advertising content is selected by the server computing device 106based on predetermined criteria, such as a focused advertising campaign.Examples of an advertising campaign can include a predetermined numberof displays of the advertising content, a predefined period of time inwhich the advertising content will be selected for display, a marketingassociation between the owner of the advertising content, the producerof the requested video content, and the like. The server computingdevice 106 combines the advertising content and the requested digitalmedia content to provide an interactive advertising unit 202. The servercomputing device 106 transmits the interactive advertising unit 202 tothe client computing device 102 for presentation to a user. Theinteractive advertising unit 202 presents the advertising content (e.g.,from ad server 108) along with the digital media content requested bythe user (e.g., from media server 110) in a number of interesting,memorable, and dynamic ways, as shown below.

In some embodiments, the server computing device 106 combines thedigital media content and the advertising content into an interactiveadvertising unit 202 using a multi-layered approach. The servercomputing device 106 places the digital media content and associatedmedia player into a first content layer 204, and places the advertisingcontent into a second content layer 206. In one embodiment, the secondcontent layer 206 is positioned on top of the first content layer 204 ofthe interactive advertising unit 202. The interactive advertising unit202 is transmitted to the client computing device 102 for display, suchas in browser window 212 (e.g., embedded in a larger web page). In someembodiments, the interactive advertising unit 202 provides the secondcontent layer 206 using the <div> tag provided by the HTML programminglanguage, in association with Cascading Style Sheets (CSS) to coordinatepresentation attributes of the <div> tag.

The interactive advertising unit 202 includes an interaction module 208which coordinates the interactions between the content layers (e.g.,first content layer 204 and second content layer 206). The interactionmodule 208 manages the spatial presentation, synchronizes the temporalpresentation, and controls the presentation priority of the advertisingcontent and the digital media content in the respective content layers204 and 206. The interaction module 208 coordinates the spatial,temporal, and control functionality to work in concert with each other,advantageously merging the features of each presentation type.

Management of the spatial relationship between the digital media contentand the media player in the first content layer 204, and the advertisingcontent in the second content layer 206, is important to providing anengaging and dynamic experience to the user. In one embodiment, theinteraction module 208 of the interactive advertising unit 202 positionsthe second content layer 206 in certain areas above the first contentlayer 204, thereby enabling the strategic placement of the advertisingcontent in an area that catches the user's attention while keeping thedigital media content in the first content layer 204 unobstructed andavailable for viewing. In another embodiment, the interaction module 208of the interactive advertising unit 202 positions the second contentlayer 206 in certain areas above the first content layer 204 in a waythat masks or obscures the digital media content in the first contentlayer 204. In this embodiment, the interaction module 208 leverages themasking of the digital media content to emphasize the advertisingcontent or to reveal the digital media content to the user in a dramaticand unexpected way. In any of these embodiments, the second contentlayer 206 can be partially or fully transparent until the interactiveadvertising unit 202 displays the advertising content.

Synchronization of the temporal relationship between the digital mediacontent and the media player in the first content layer 204, and theadvertising content in the second content layer 206, is also importantto achieving a unique and unexpected user experience. In one embodiment,the interaction module 208 displays advertising content (e.g., apre-roll video, a pop-up ad) before presentation of the digital mediacontent to assist the user in making a “connection” between theadvertised goods and the media content, and thereby increasing theuser's anticipation of and engagement in the content.

In addition, control of the presentation priority between the digitalmedia content in the first content layer 204, and the advertisingcontent in the second content layer 206, is important for augmenting theinteractive functionality of the interactive advertising unit 202 toincrease user interest in and appeal of the presented content. In oneembodiment, the interaction module 208 of the interactive advertisingunit 202 displays the advertising content until the module 208 receivesa user input request to skip the advertising content and begindisplaying the requested digital media content in the media player 210,thereby inducing the user to interact with the advertising content andmaximizing exposure for the advertised goods. In another embodiment, theinteraction module 208 of the interactive advertising unit 202 displaysthe advertising content until the content has completed its playbackthen transitions to displaying the requested digital media content in anunexpected way. In this embodiment, the interaction module 208integrates the display of the advertising content seamlessly into theoverall presentation to enable advertising opportunities that aredynamic and interesting.

Although shown as covering almost the entire browser window 212, thecontent layers 204 and 206 of the interactive advertising unit 202 canvary in size and cover any portion of the browser window 212. In someembodiments, the interactive advertising unit 202 includes multiplecontent layers, in addition to the first and second content layers 204and 206. In one embodiment, the interactive advertising unit 202 placesone content layer (e.g., second content layer 206) above a media player210 contained in another content layer (e.g., first content layer 204),while the interactive advertising unit 202 can place another separatecontent layer (not shown) above a different section of the browserwindow 212, such as above the top portion or in a side margin. Theinteraction module 208 of the interactive advertising unit 202coordinates the spatial presentation management, temporal presentationsynchronization, and the presentation priority control of the contentresiding in each of the provided content layers (e.g., layers 204 and206). In one embodiment, the interaction module 208 uses a protocol suchas LocalConnections provided in the Adobe Flash® development tool tocommunicate between the respective content layers (e.g., layers 204 and206).

FIGS. 3A-3F are screenshots of an exemplary embodiment ofvideo-advertising content of the invention, wherein an interactiveadvertising unit 302 c containing interactive residual areas isintegrated with digital media content. Although the advertising videoand fully functional virtual object embodied herein are related toadvertisement of and interaction with a personal digital assistant(PDA), the invention is not limited in content or scope to thisembodiment and can encompass any advertising subject, theme, orproducts.

In FIG. 3A, a media player 302 b for displaying the digital videocontent is embedded in a browser window 302 a. When the browser window302 a loads the web page, the interactive advertising unit 302 c islayered on top of the playback area of the media player 302 b, creatingthe appearance to a user that the interactive advertising unit 302 c iscontained within the boundaries of the playback area of the media player302 b. The media player 302 b stops playback of the requested digitalmedia content located below the interactive advertising unit 302 c, andtransfers control to the interactive advertising unit 302 c for displayof the advertising content. Upon receiving control, the interactiveadvertising unit 302 c begins displaying advertising content (e.g., apre-roll advertising video) and the user believes the advertising videois a standard pre-roll advertisement which will play through in itsentirety before the requested digital media content can be accessed. Thepre-roll advertising video displays one or more advertised items (e.g.,the advertised item 304 which is a PDA).

Shortly after the interactive advertising unit 302 c begins playback ofthe pre-roll advertising video (e.g., ten seconds), the interactiveadvertising unit 302 c breaks the simulated boundaries of the mediaplayer 302 b in a visually stimulating and unexpected manner. Referringto FIG. 3B, the interactive advertising unit 302 c displays a suddenanimation associated with a virtual object 306 (e.g., the virtual PDA306 expanding and bleeding out of the playback area of the media player302 b). In this example, the virtual PDA 306 is a representation of theadvertised PDA (e.g., PDA 304 of FIG. 3A) contained in the pre-rolladvertising video. The virtual PDA 306 can be positioned in a way toappear as if the advertised PDA 304 is escaping from the boundaries ofthe media player and covering over the previously visible content of theweb page—including the media player 302 b and associated media content.

During the expansion of the interactive advertising unit 302 c, theinteractive advertising unit 302 c displays additional information aboutthe PDA. For example, the interactive advertising unit 302 c can displaya sample of the functionality of the PDA or highlight certain featuresof the PDA that may be of interest to the user. The interactiveadvertising unit 302 c can also encourage the user to learn more aboutthe PDA by interacting with the interactive advertising unit 302 c.

Once the interactive advertising unit 302 c concludes the expansion anddisplay of additional information, the interactive advertising unit 302c shrinks the virtual PDA 306 for display in a small portion of theplayback window of the media player 302 b. The media player 302 b andrequested media content are subsequently revealed to the user, and theinteractive advertising unit 302 c returns control to the media player302 b. When the media player 302 b receives control, the media player302 b resumes playback of the digital media content, as shown in FIG.3C. However, the interactive advertising unit 302 c does not completelydisappear from the web page. The interactive advertising unit 302 cremains present and active through displaying a trigger (e.g., trigger310) within the media player 302 b. The trigger 310 displays a smallversion of the virtual PDA 306. The trigger 310 is available forinteraction by the user but remains substantially unobtrusive inrelation to the display of the requested media content in the mediaplayer 302 b.

At any time during playback of the requested media content, the user caninteract with the trigger 310 to re-engage the interactive advertisingunit 302 c. For example, the user can move the mouse pointer over thetrigger 310, thereby communicating a desire to view content associatedwith the interactive advertising unit 302 c. Upon receiving such input,the interaction module of the interactive advertising unit 302 c returnscontrol to a rich-media player of the interactive advertising unit 302 cfrom the media player 302 b, and recaptures the area above the mediaplayer 302 b to display advertising content. The media player 302 bstops playback of the requested media content as it passes control backto the interactive advertising unit 302 c. As shown in FIG. 3D, theinteractive advertising unit 302 c again displays the expanded versionof the virtual PDA 306 above the media player 302 b.

At this point, the virtual PDA 306 is a fully functional, interactiveobject that provides a similar look, feel, and feature set to the actualPDA upon which the virtual PDA 306 is based. For example, the virtualPDA 306 displays a similar graphical user interface to that found on theactual product. In addition, the user can interact with the virtual PDA306 by, for example, clicking on menu buttons displayed in the userinterface. The interactive advertising unit 302 c provides a customizedmouse pointer 316 with which the user can interact with the virtual PDA306. Upon clicking a telephone icon located on the main user interfacescreen, the virtual PDA 306 displays a telephone keypad 312. Inconjunction with the keypad 312 display, the interactive advertisingunit 302 c displays an advertising message 314 to the user (e.g., “PressHere to call Sprint.”).

In some embodiments, the advertising message 314 is replaced with one ormore fully functional microsites. The microsites contain the fullcapability found in typical web sites. The microsites can be related incontent to the interactive advertising unit 302 c, and can include inputtools such as buttons, links, and search fields to enhance the userexperience by providing additional interactivity and prominence of theadvertising content. For example, the microsite can contain links to thecorporate web page of the company advertising its products, interactiveapplications designed to enhance the exposure of the advertised product,and additional information such as where to purchase the product.

As shown in FIG. 3E, the user can interact with the virtual PDA 306 bydialing a telephone number 318. Upon clicking the send button 320, theinteractive advertising unit 302 c dials the telephone number 318 bytransmitting the telephone number 318 to a telephony service connectedto a communications network. The telephony service places a call to thetelephone number 318 provided by the user. The interactive advertisingunit 302 c interfaces with one or more devices (e.g., microphone,headphones) associated with the user's computing device to allow theuser to participate in the call.

The virtual PDA 306 also provides features such as email, calendar, amedia file repository, and other features offered on the actual PDA uponwhich the virtual PDA 306 is based. In FIG. 3F, the virtual PDA 306allows access to the user's email account 322. The user can send and/orreceive email messages using the virtual PDA 306 in the same fashion asthe user was interacting with an actual PDA.

The above-described systems and methods can be implemented in digitalelectronic circuitry, in computer hardware, firmware, and/or software.The implementation can be as a computer program product (i.e., acomputer program tangibly embodied in a computer readable medium). Theimplementation can, for example, be in a machine-readable storage deviceand/or include a propagated signal, for execution by, or to control theoperation of, data processing apparatus. The implementation can, forexample, be a programmable processor, a computer, and/or multiplecomputers.

A computer program can be written in any form of programming language,including compiled and/or interpreted languages, and the computerprogram can be deployed in any form, including as a stand-alone programor as a subroutine, element, and/or other unit suitable for use in acomputing environment. A computer program can be deployed to be executedon one computer or on multiple computers at one site.

Method steps can be performed by one or more programmable processorsexecuting a computer program to perform functions of the invention byoperating on input data and generating output. Method steps can also beperformed by and an apparatus can be implemented as special purposelogic circuitry. The circuitry can, for example, be a FPGA (fieldprogrammable gate array), an ASIC (application-specific integratedcircuit), a DSP (digital signal processor), and/or any other discretecircuitry that is configured to implement the required functions.Modules, subroutines, and software agents can refer to portions of thecomputer program, the processor, the special circuitry, software, and/orhardware that implement that functionality.

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor receives instructions and data from a read-only memory or arandom access memory or both. The essential elements of a computer are aprocessor for executing instructions and one or more memory devices forstoring instructions and data. Generally, a computer can include, can beoperatively coupled to receive data from and/or transfer data to one ormore mass storage devices for storing data (e.g., magnetic,magneto-optical disks, or optical disks).

Data transmission and instructions can also occur over a communicationsnetwork. Computer readable mediums suitable for embodying computerprogram instructions and data include all forms of non-volatile memory,including by way of example semiconductor memory devices. The computerreadable mediums can, for example, be EPROM, EEPROM, flash memorydevices, magnetic disks, internal hard disks, removable disks,magneto-optical disks, CD-ROM, and/or DVD-ROM disks. The processor andthe memory can be supplemented by, and/or incorporated in specialpurpose logic circuitry.

To provide for interaction with a user, the above described techniquescan be implemented on a computer having a display device or atransmitting device. The display device can be, for example, a cathoderay tube (CRT) and/or a liquid crystal display (LCD) monitor. Theinteraction with a user can be, for example, a display of information tothe user and a keyboard and a pointing device (e.g., a mouse or atrackball) by which the user can provide input to the computer (e.g.,interact with a user interface element). Other kinds of devices can beused to provide for interaction with a user. Other devices can be, forexample, feedback provided to the user in any form of sensory feedback(e.g., visual feedback, auditory feedback, or tactile feedback). Inputfrom the user can be, for example, received in any form, includingacoustic, speech, and/or tactile input.

The client device and the computing device can include, for example, acomputer, a computer with a browser device, a telephone, an IP phone, amobile device (e.g., cellular phone, personal digital assistant (PDA)device, smart phone, laptop computer, electronic mail device), and/orother communication devices. The browser device includes, for example, acomputer (e.g., desktop computer, laptop computer) with a World Wide Webbrowser (e.g., Microsoft® Internet Explorer® available from MicrosoftCorporation, Mozilla® Firefox available from Mozilla Corporation). Themobile computing device includes, for example, a Blackberry®.

The web servers can be, for example, a computer with a server module(e.g., Microsoft® Internet Information Services available from MicrosoftCorporation, Apache Web Server available from Apache SoftwareFoundation, Apache Tomcat Web Server available from Apache SoftwareFoundation).

The above described techniques can be implemented in a distributedcomputing system that includes a back-end component. The back-endcomponent can, for example, be a data server, a middleware component,and/or an application server. The above described techniques can beimplemented in a distributing computing system that includes a front-endcomponent. The front-end component can, for example, be a clientcomputer having a graphical user interface, a Web browser through whicha user can interact with an example implementation, and/or othergraphical user interfaces for a transmitting device. The components ofthe system can be interconnected by any form or medium of digital datacommunication (e.g., a communication network).

The system can include clients and servers. A client and a server aregenerally remote from each other and typically interact through acommunication network. The relationship of client and server arises byvirtue of computer programs running on the respective computers andhaving a client-server relationship to each other.

The above described communication networks can be implemented in apacket-based network, a circuit-based network, and/or a combination of apacket-based network and a circuit-based network. Packet-based networkscan include, for example, the Internet, a carrier internet protocol (IP)network (e.g., local area network (LAN), wide area network (WAN), campusarea network (CAN), metropolitan area network (MAN), home area network(HAN)), a private IP network, an IP private branch exchange (IPBX), awireless network (e.g., radio access network (RAN), 802.11 network,802.16 network, general packet radio service (GPRS) network, HiperLAN),and/or other packet-based networks. Circuit-based networks can include,for example, the public switched telephone network (PSTN), a privatebranch exchange (PBX), a wireless network (e.g., RAN, Bluetooth,code-division multiple access (CDMA) network, time division multipleaccess (TDMA) network, global system for mobile communications (GSM)network), and/or other circuit-based networks.

Comprise, include, and/or plural forms of each are open ended andinclude the listed parts and can include additional parts that are notlisted. And/or is open ended and includes one or more of the listedparts and combinations of the listed parts.

One skilled in the art will realize the invention may be embodied inother specific forms without departing from the spirit or essentialcharacteristics thereof. The foregoing embodiments are therefore to beconsidered in all respects illustrative rather than limiting of theinvention described herein.

What is claimed is:
 1. A method for dynamic integration and presentationof advertising content and media content, the method comprising:receiving, by a server computing device, a request for media contentfrom a remote computing device; and providing, by the server computingdevice in response to the request, an interactive advertising unitcomprising: a first content layer including the requested media contentand a media player; a second content layer including the advertisingcontent, wherein the advertising content includes a virtualrepresentation of an advertised product; and an integration moduleconfigured to: display, at the remote computing device, the requestedmedia content in the media player; display, at the remote computingdevice, the advertising content in the second content layer, wherein thevirtual representation provides at least a portion of a firstfunctionality provided by the advertised product on which the virtualrepresentation is based; and receive, from the remote computing device,input associated with a second functionality provided by the virtualrepresentation.
 2. The method of claim 1, wherein the advertisingcontent includes video content and the integration module displays thevideo content before displaying the virtual representation of theadvertised product.
 3. The method of claim 2, wherein the video contentis displayed in an area corresponding to the boundaries of a playbackwindow of the media player in the first content layer.
 4. The method ofclaim 1, wherein the advertising content includes a trigger and theintegration module displays the trigger over a portion of a playbackwindow of the media player in the first content layer.
 5. The method ofclaim 4, wherein the trigger is associated with the advertised product.6. The method of claim 4, the interaction module further configured to:receive, from the remote computing device, input associated with thetrigger; pause, at the remote computing device, playback of therequested media content in the media player; and display, at the remotecomputing device, the virtual representation of the advertised productin the second content layer.
 7. The method of claim 6, the interactionmodule further configured to: remove, at the remote computing device,the virtual representation of the advertised product from display in thesecond content layer based on input received from the remote computingdevice; and resume, at the remote computing device, playback of therequested media content in the media player.
 8. The method of claim 1,wherein the advertised product is a personal digital assistant, palmtopcomputer, smartphone, global positioning system device, or cellularphone.
 9. The method of claim 8, wherein the at least a portion of thefirst functionality provided by the advertised product includesinitiation of a telephone call.
 10. The method of claim 9, wherein theinput associated with the second functionality provided by the virtualrepresentation includes a telephone number and the interaction module isconfigured to communicate with a network to dial the telephone numberand connect to the destination corresponding to the telephone number.11. The method of claim 8, wherein the at least a portion of the firstfunctionality provided by the advertised product includes initiation ofan email message.
 12. The method of claim 8, wherein the at least aportion of the first functionality provided by the advertised productincludes initiation of an instant message.
 13. The method of claim 8,wherein the at least a portion of the first functionality provided bythe advertised product includes initiation of a message board post. 14.The method of claim 1, wherein the interaction module is furtherconfigured to display, at the remote computing device, video contentassociated with the advertised product before displaying the requestedmedia content.
 15. The method of claim 1, the integration module furtherconfigured to: manage the spatial presentation of the requested mediacontent and the advertising content; synchronize the temporalpresentation of the requested media content and the advertising content;and control the presentation priority of the requested media content andthe advertising content.
 16. The method of claim 14, wherein managingthe spatial presentation includes positioning the advertising contentover the media player so as to obscure the requested media content. 17.The method of claim 14, wherein managing the spatial presentationincludes positioning the advertising content in proximity to the mediaplayer so as to display the requested media content unobscured.
 18. Themethod of claim 1, wherein the integration module displays an animationin revealing the advertising content.
 19. The method of claim 1, whereinthe integration module is configured to transmit one or more commandsfrom the second content layer to the first content layer, the one ormore commands operable to control playback of the requested mediacontent in the media player.
 20. A system for dynamic integration andpresentation of advertising content and media content, the systemcomprising: a server computing device configured to: receive a requestfor media content from a remote computing device; and provide, inresponse to the request, an interactive advertising unit comprising: afirst content layer including the requested media content and a mediaplayer; a second content layer including the advertising content,wherein the advertising content includes a virtual representation of anadvertised product; and an integration module configured to: display therequested media content in the media player; display the advertisingcontent in the second content layer, wherein the virtual representationprovides at least a portion of a first functionality provided by theadvertised product on which the virtual representation is based; andreceive input associated with a second functionality provided by thevirtual representation.
 21. A computer program product, tangiblyembodied in a non-transitory computer readable storage medium, fordynamic integration and presentation of advertising content and mediacontent, the computer program product including instructions operable toconfigure a data processing apparatus to: receive a request for mediacontent from a remote computing device; and provide, in response to therequest, an interactive advertising unit comprising: a first contentlayer including the requested media content and a media player; a secondcontent layer including the advertising content, wherein the advertisingcontent includes a virtual representation of an advertised product; andan integration module configured to: display the requested media contentin the media player; display the advertising content in the secondcontent layer, wherein the virtual representation provides at least aportion of a first functionality provided by the advertised product onwhich the virtual representation is based; and receive input associatedwith a second functionality provided by the virtual representation.